Email Marketing: What Does Your Tone Say About You | Digital Next

Every brand has a unique voice; a personality that is depicted in the way that the brand speaks and behaves. When curating your email marketing content, it is therefore imperative to consider how your business communicates. Do you use formal tones, or inject humour throughout your communications? However you choose to communicate with your customers, one thing is for certain. It must remain consistent.

Never underestimate the importance of consistency when creating a brand identity across multiple marketing channels. Your loyal customers will instantly be able to identify your brand personality and will react negatively to any inconsistencies.

For those that are looking to achieve better results when forming their email marketing campaigns, try SalesHandy. This free plugin for Gmail and Outlook allows you a simple, effective way to access a wealth of valuable information, including open rates, replies, link tracking and email performance reports. It helps you get insight on recipient’s engagement level and map effectiveness of your email tone.


Developing a consistent tone in email marketing is essential to humanizing your brand. The very best marketing gurus can make an email that is sent to 100’s of potential customers, seem as though it was written only for one.

Crafting words and tailoring them to fit the needs of your audience is crucial. Let’s consider the four main forms of tone utilised by successful businesses, and their power to influence potential customers.


A promotional tone utilises highly visual communication to appeal to a customer’s desires. When utilised consistently in email marketing alongside imagery, the tone can be appealing to all consumer personalities.


Informal writing styles are key to making a brand seem friendly and personal, rather than a large and detached corporation.


Formal tones are essential for any business in which customer’s demand a certain level of formality and standard of care. This includes industries such as the healthcare or legal industry. Formal communication is professional and gets right to the point.


Conversational communication is utilised by marketing agencies as a means of storytelling and to add a personal spin on their content. Your email subscribers won’t be interested in the words of a robot. A conversational tone is, therefore, key to adding a human touch to your communication.

These four broad approaches to tone are useful to consider when creating an email marketing campaign. However, adopting a unique and consistent tone throughout all marketing strategies, is essential in order to personalise your brand for consumers, and contribute to your brand identity.

Know Yourself

A consistent tone across multiple marketing channels is the most powerful indication that an organisation knows itself, and what it stands for. Deciding who you are as a business is the first and most important step to establish tone. Locking this down and developing a tone suitable for the target audience, is a money-making jackpot for any business.

A consistent tone that reflects the business identity, is a powerful means of ensuring that marketing messages can change based on the chosen medium – without sacrificing the continuity of brand identity.  No one wants to get the same-sounding message multiple times. A consistent tone means you can add variety to your emails, depending on who you are reaching out to, without the campaign seeming disjointed.


Brand recognition is key when it comes to customer loyalty. Before you start sending email newsletters, you need to create a voice that fits the culture of your brand or business.

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